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Sachin Tendulkar’s JV with Arvind Fashions to sell handlooms

Sachin Tendulkar’s fashion brand True Blue along with its co-venture brand Arvind Fashions has struck a deal with the Textile Ministry to offer handloom products through their various outlets and sales points.

True Blue Handcrafted, the new handloom range of the Sachin Tendulkar co-owned brand, will be available widely through the its extensive distribution networks. The sales across True Blue stores in India will start next month.

“As per the MOU, True Blue will source handloom products directly from local artisans and weavers, with support from the government. The collection crafted using these products will be retailed as True Blue Handcrafted,” according to a media statement by the brand.

“Our partnership with True Blue will allow weavers across India to satiate this demand and make their creations available to the masses. True Blue will help the weaver’s community earn the economic value for their offerings through a direct procurement channel,” Union Minister for Textiles Smriti Irani said.

True Blue will partner with the weaver clusters of Kanchivaram from Tamil Nadu, Baluchari and Jamdani from West Bengal, Paithani from Maharashtra, Chanderi and Maheswari from Madhya Pradesh, Muga from Assam, Patola from Gujarat, Kani from Kashmir, Tie & Dye Vichitrapuri and Bomkai from Orissa, Brocades from Varanasi, Balrampuram from Kerala, Pochampally from Andhra Pradesh, and so on…

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